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SCENT MARKETING

The perfume marketing is an area of application of neuromarketing, applied for thousands of years, before the emergence of modern market, branding and marketing concepts. A fragrance has, for example, the potential to bring us closer to our childhood memorable moments (meals cooked by parents or grandparents, the fragrance of loved ones or the places that we frequent). Some fragrances remind us of spring, certain activities, or simply of environments that created strong, memorable emotions.

For a brand, the fragrance is the strongest binding between it and its customers.

We will be presenting a top of examples regarding the usage of perfumes in commercial premises.

  1. “SCENT LOGO” OR CREATING AN OLFACTORY BRANDING

The vast majority of people and most marketing specialists are more familiar with the concept of a logo from a visual perspective and less with the concept from an olfactory perspective. People are exposed on average to more than 2-3000 advertisements per day in Romania. Our challenge during these times is to find a way to make people remember about us.

According to neurosciencemarketing.com, humans are able to remember certain emotions much faster through their olfactory sense than through visual or tactile contact.

The olfactory logo can be used everywhere where the brand is present to do so. The scent travels into the subconscious and is an inescapable and unavoidable stimulus (as we can do when we look in the opposite direction of a billboard). 

  1. PERFUMING THE ROOMS TO CREATE A FAVORABLE IMPRESSION OF A LOCAL

By choosing the right fragrance your company environment creates a strong olfactory impact that develops into a favorable impression which will positively influence customer’s emotions. You will convey the idea of involvement for the fine details, creating a pleasant environment and meeting the customer’s expectations. The environmental ambient for a company (especially in HORECA) is a particularly important factor.

The fragrance might not always be essential to convey the message of professionalism in the provision of services in a commercial environment, but it is a significant addition that cannot go unnoticed.

  1. THE USE OF AN AMBIENT FRAGRANCE DIFFUSER TO COVER LARGE COMMERCIAL SPACES

Larger business areas, conference rooms, markets, rooms or outdoor venues may seem to be free of a brand. Our oil-based ambient fragrances diffusers can cover surfaces up to 5000 cubic meters of air. We sell air freshening solutions of all sizes, from offices to open space, large commercial hubs and so on.

  1. DIFFERENTIATING THE BRAND BY PERFUMES BASED ON UNIQUE ESSENTIAL OILS

If one of your main concerns is making a difference between your company and the competitors, Softambient has the solution! There is a big possibility that your competitor has not yet thought of using the fragrance to approach the customer’s deep corners of mind and even if your competitor will later consider doing so, you will benefit from your first position in the customer’s mind when it comes to innovative ideas. Hence other companies will appear to be just following your example rather than paying attention to the fine details that lead to satisfying their clients that will definitely think twice when it comes to their choices. Everything considered, you can speed up strengthening your integrated marketing strategy. If, however, a competitor uses similar solutions too, there is no problem! We can create a unique fragrance in to perfectly suit your brand’s identity and personality.

  1. INFLUENCING PURCHASING DECISIONS THROUGH PERFUME

The fragrance may influence the short-term purchase decision. If a customer is feeling good, he will spend more money and feel more comfortable to do so. It has also been demonstrated that consumers exposed to environmental fragrances will spend more time in shops. 

  1. INFLUENCE OF MEMORY THROUGH PERFUME

As mentioned above, the fragrance influences memory. If a particular person memorizes the smell of a brand (olfactory logo), they will remember your product each time they feel that fragrance. It works on the principle of Pavlov's Pavlov's reflex, a Nobel Prize winner in medicine for his experiments on conditioned reflexes.

  1. THE INFLUENCE OF EMOTIONS DURING PURCHASES

We can influence a customer’s emotions during purchases. Most retail chains (supermarkets, hypermarkets, mini-markets) turn to music to create the environment and influence a visitor’s emotions. Through our ambient fragrance solutions we can influence the emotions of your customers even more. Our recommendation is placing such a fragrance machine in the service customer area, in the cash registers or where the expensive products are found.

  1. ATTRACTING THE COMMERCIAL CLIENT WAVE TO A PHYSICAL LOCATION

If there is an intense commercial client wave near a physical point, it can be drawn by the pleasant fragrances in your area. Have we inspired you? We recommend that you view our collection of electric fragrance devices.

  1. “SMELLIZING” OR THE CREATION SCENTS THROUGH IMAGES AND WORDS

A much more advanced strategy is the virtual creation of an odor through images and words. We are already in a significantly debated area of the neurologarketing on the reactions caused by   ”smellizing”. Opinions are divided and the applicability of the creation of virtual odors is

rather limited. However, it is not out of the question that you can integrate the strategy of scent marketing / olfactory marketing with other integrated marketing strategies (OOH advertising, TV advertising, online or even radio).

On a final note:

A comfortable environment with the right lighting, elegant and fragrant with a natural fragrance will create a deeper impression on customers in the consumption process. An event lounge, hotel, medical center, relaxing spa, restaurant, etc., it will always have a special kind of ambient perfume, which will remain imprinted in people's minds and will convince them to return back again and again.
The brand and requirements of each customer vary, so we work closely with our customers to determine the fragrances that best embody their brand and are suitable for their specific environment.